国辉艾香公司艾艾贴
产品的市场营销策略研究
专业名称：工商管理
申 请 人：叶建国
指导教师：刘强
论文答辩委员会
主席：
委员：
摘要
当前，我国亚健康人群的数量持续攀升，据分析存在以下几个方面的原因：一、工作
方面，工作节奏快，工作忙碌，人们长期处于高压状态；二、生活方面，生活不规律，穿
衣不分季节，年轻人在饮食上偏爱冰镇饮料等冷饮甜品，夜生活没有节制，不注重睡眠质
量；三、养生意识淡薄，导致外邪入侵，五行失调。我国社会科学院对现代人健康状况进
行了相关调查，数据结果显示：中国的13亿人口，健康人群只有10%，患病人群15%，而亚
健康人群占比高达到75%。随着患病人群和亚健康人数的日益增多，人们的养生保健意识也
在不断增强。当今的中国人对健康所寄予的期望越来越显得迫切，但是目前严峻的药品食
品安全环境下并不能使吃药、吃保健品成为人们治病养生优质选择，因而，一个新兴的朝
阳行业，一个年产近1000亿的健康产业——艾灸养生保健行业在快速地发展。有专家认为：
传承两千多年、无毒副作用、安全绿色的养生方法——艾灸，极有可能成为一项能在全国
流行，并且乃至引导养生保健市场的优质项目
21世纪艾灸的典型代表——艾艾贴艾灸，是结合了直接灸、隔物灸和悬灸的温和灸，
在保证安全性、有效性的前提下提供了很好的便利性，更加易用，更加方便。有了艾艾贴，
很大程度上人们就可以自己在家做艾灸保健了，这样更有利于艾灸文化的传承和弘扬；另
一方面，通过对艾灸文化的宣扬和传播可以增强人们的艾灸养生意识，预防为主，治疗为
辅，从而提高人们的生活质量
因此，本文主要研究艾艾贴市场营销策略，针对国内外关于市场营销策略的相关理论
进行研究，了解艾艾贴产品的相关信息以及艾艾贴产品所面临的市场营销困境或其他相关
问题；进一步了解国辉艾香公司艾艾贴销售团队的组织模式、运作模式以及艾艾贴产品当
下所处的市场环境，分析和研究艾艾贴所面临的主要市场营销问题。 其次，针对艾艾贴产
品分析其外部环境现状，运用PEST模型、波特的五力竞争模型以及SWOT 分析方法分析
其内外部因素，分析国辉艾香公司艾艾贴市场营销中所存在的优势、劣势，以及其所面临
的机会与威胁、经济、社会和技术环境，了解艾艾贴产品当前的主要竞争者、主要替代品、
潜在进入者、顾客以及供应商，最后为国辉艾香公司艾艾贴产品进行市场营销提供指导意
见。主要分析艾艾贴产品的市场定位和目标消费者，分析艾艾贴产品的价格策略、渠道和
促销等几个方面的现状，找到产品本身所存在的问题，由此结合推广对策做好与此相关的
实施保障措施，提供丰富的理论依据来改进目前市场营销策略。此次研究不仅使得国辉艾
香公司代理的艾艾贴产品市场营销问题获得了解决方案，更是为本行业产品营销市场规模
及客户群体给予了全新的思维和路径
关键词：国辉艾香公司；艾艾贴代理；市场营销；市场营销策略
I
Abstract
At present, the number of sub-healthy people in China is rising continuously, according to the analysis of
the following reasons: first, work, work rhythm fast, busy work, people are in high pressure for a long time; two,
life, life is irregular, clothing does not divide the season, young people prefer cold drinks, such as iced drinks
and so on. Products, night life is not temperate, do not pay attention to sleep quality; three, health consciousness
is weak, leading to invasion of evil, five row disorders. The Chinese Academy of social sciences has carried out
a survey on the health status of modern people. The results show that 1 billion 300 million of the population of
China, 10% of the healthy population, 15% of the sick people, and 75% of the sub healthy population. With the
increasing number of sick people and sub-health, people's awareness of health care is also increasing. The
expectation of Chinese people to health is becoming more and more urgent today, but at present, the severe drug
food safety environment cannot make medicine and health care products become the best choice for people to
cure and health. Therefore, a new sunrise industry, a health industry with a yearly output of nearly 100 billion -
moxibustion health care industry is Rapid development. Experts believe that moxibustion, which has been
inherited for more than two thousand years, has no toxic side effects and safe green, is very likely to become a
high quality project that can be popular in the country and even guide the health care market.
In twenty-first Century, the typical representative of moxibustion, Aiaitie moxibustion, is Wen Hejiu which
combines direct moxibustion, separated moxibustion and moxibustion. It provides a good convenience, easier
to use and more convenient, on the premise of ensuring safety and effectiveness. On the other hand, the publicity
and dissemination of moxibustion culture can enhance the awareness of moxibustion and health care, prevention
and treatment to improve the quality of people's life.
Therefore, this paper mainly studies the marketing strategy of AAI, research on the related theories of
marketing strategy at home and abroad, understand the related information of AI paste products and the
marketing difficulties or other related problems facing AI affixed products, and further understand the
organization model of GHAX Company’s sales team. The operation mode and the market environment of Aiaitie
products are analyzed and studied. Secondly, according to the analysis of the present situation of Aiaitie products,
the PEST model, Potter's five force competition model and the SWOT analysis method are used to analyze the
internal and external factors, and the advantages and disadvantages in the marketing of GHAX company, as well
as the opportunities and threats, economic, social and technical environment they face, are analyzed.
Understand the main competitors, major substitutes, potential entrants, customers and suppliers of Aiaitie
products, and finally provide guidance for the market development of GHAX Company. This paper mainly
analyzes the market positioning and target consumers of AI affixed products, analyzes the current situation of
price strategies, channels and promotions of AI affixed products, finds out the existing problems in the product
itself, and then combines the promotion countermeasures to do well the relevant implementation guarantee
measures, and provides a rich theoretical basis to improve the current market. Expand the strategy. This research
II
not only makes the GHAX agent's product marketing problem a solution, but also gives a new thinking and path
for the market scale and customer groups in the industry.
Key words: GHAX Company; Aiaitie agent; marketing; marketing strategy
III。